Outdoor blooms over October

Rachael Micallef
By Rachael Micallef | 6 November 2014

Flowers aren't the only thing blooming this spring, with figures from industry body Outdoor Media Association showing an increase in revenue for Out of Home (OOH) advertising over October.

The figures record revenue for OOH hitting the $60.4 million mark last month, an increase in 10.44% for the October period last year.

Overall, the OOH industry has experienced year-to-date revenue of $472.8 million up 7.92% from $438.1 million for the same time last year.

The biggest category revenue for the year to October 2014 has been 'other roadside' category,which includes street furniture, taxis and bus/tram externals, which reached $159.3 million. Roadside billboards (over and under 25 square metres) saw revenue of $156.3 million for the period.

For the month of October 'other roadside' saw $19.9 million in revenue and roadside billboard hit $19.4 million.

The figures follow research from OMA that found warmer weather brings better results for advertisers using OOH. The association claims 54% of people believe they are “more aware” of outdoor advertising over summer, particularly those who have kids or are between the ages of 18-24.

OMA CEO Charmaine Moldrich said over the last 10 years, there has tended to be a slump in total ad spend across media over summer months, but that advertisers who "send their brands on holidays" during the season should think again. 

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